BUS FPX 4124 Assessment 1

Healthcare Marketing in the United States

Health care marketing has emerged as a significant business assignment in the US distribution system for the health care system. This paper addresses the evolution of health care marketing, the effect of competition on its evolution, and its integration into a present management role at the Accesspoint Community Health Center.

BUS FPX 4124 Assessment 1:History & Evolution of Healthcare Marketing

Marketing, being mostly an American phenomenon, has evolved considerable growth with contemporary applications. Initially a part of sales language in the 1910s, health care marketing started to emerge in the 1950s. Post-World War II, the American infection of a consumer-driven economy was marked by the introduction of income and the introduction of consumer credit (Thomas, 2015). Consequently, consumers gained the ability to select goods and services according to personal priorities. The 1970s witnessed the need for reliable payment systems and health care and more competition among hospitals.

It needs strategic communication to market services and obtain patients. With consumers and employers who became the purchasers of the health care system, health organizations became business-oriented in their attitude and spawned managed care and capitated payments (Thomas, 2015). A service economy controlled by the market started towards the end of the twentieth century, whereas technology time started in the early 2000s so that patients could compare and purchase health-related products from the internet. The introduction of Electronic Health Records (EHRs) made the interaction of the patient more convenient with the health professionals, and it increased the demand for health services (Thomas, 2015).

BUS FPX 4124 Assessment 1 History and Evolution of Health Care Marketing Report

Factors Leading to Acceptance

A significant effect that leads to the acceptance of marketing as a fundamental activity within the health care system is the coming of social media and utilizing it for social marketing. Social marketing works towards influencing marketing theory, skills, and social changes; encourages general health; raises awareness; and stimulates behavioral changes (CDC, 2021). Social media enables organizations to engage the public and to transfer information and intervention. The patients, being different from patients who receive other goods and services, are rarely exposed to price information because of the unusual financing system within the health service industry (Thomas, 2015).

Real-World Application

Marketing is significant in my life as an invoicing manager in the Accession Community Health Center. Being a not-for-profit, federally qualified health center (FQHC), Axesspointe is committed to public health and offers low-cost service, community searches, and financial aid. The National Committee for the Quality Association (NCQA) applies different channels of communication, such as a patient-oriented medical home (PCMH), to promote additional services in medical, dental, and behavioral health. The goal of this outreach process is to make the patient more aware and broaden the patient population gained by access points.

Conclusion

Healthcare marketing has evolved nearly non-existent ideas for an inevitable vehicle for dispensing health services in the United States. Social media sites and the advent of the Internet have contributed much to this evolution. Through the use of social marketing, organizations efficiently enable services and draw a wide patient base.